His name is John Cisna, and he's a 56-year-old science teacher from Iowa. In his book, My McDonald's Diet, he claims that he lost more than 60 pounds in 180 days eating nothing but fare from the fast food giant. (However, in this Facebook picture, he appears to be enjoying some steamed broccoli, which is not exactly a McDonald's menu item).

As CBS News reports, Cisna's controversial dietary "advice" comes amid changes being made to school curriculum. Cisna is sparking criticism for taking his diet into about 90 high schools and colleges, with opponents saying what is patently obvious: he has become little more than a paid hack for the chain.

"Brand ambassador" or paid shill?

"Cisna is a 'brand ambassador' for McDonald's, which is paying for his time and travel, according to a spokeswoman for the fast-food giant," CBS News reported.

The science teacher joined the lecture circuit after creating a "plan" to lose weight by "eating nothing but McDonald's for breakfast, lunch and dinner for 90 days straight," according to his Facebook page. Here is his sage message: obese Americans can "lose weight while still eating the foods you love, like Big Macs and Hot Fudge Sundaes."

As you might imagine, Cisna's bogus claims that calorie-rich phony food served by McDonald's helped him lose weight got the chain's attention, especially after several quarters of declining sales. Besides paying him for his "time and travel," a spokesman for the chain told CBS News that the company also supports his "desire as a teacher to provide students with facts to make informed choices." In other words, he is getting a stipend to spread the message that "McDonald's is good! Pay no attention to that rising blood pressure, failing heart and clogging arteries."

As Natural News editor Mike Adams, the Health Ranger, notes:

Slowly but surely, the public has increasingly caught on to the McDonald's sleight-of-food stage magic. Feel-good advertising can't cover up the truth about its inhumane treatment of animals, genetically modified food ingredients and insidious social programming that tries to equate the restaurant with an emotional state of bliss.

CBS News reports:

But regardless of whether one thinks it's advisable to turn to fast food as a weight-loss technique, critics argue that Cisna's talk has no place in public schools, given that he's backed by a corporation that has a history of targeting children with marketing messages.

"At the end of the day, our schools should not be places where corporations market their brands to children, and particularly not McDonald's, given its role in driving an epidemic of obesity," said Sriram Madhusoodanan, an organizer at Corporate Accountability International, a Boston-based nonprofit.

Another paid academic-turned-bad-food-shill

Speaking to CBS News, Cisna laughably claimed that his message isn't really about McDonald's specifically (even though his book mentions McDonald's specifically, and even though McDonald's, specifically, is paying him). He says that he wants kids to understand it's not where they eat but how much of it that leads to obesity.

He also said his weight loss experiment revolved around eating a daily 2,000-calorie diet at McDonald's, which he says shows "there's no such thing as bad food."

Super Size Me is a 2004 American documentary film directed by and starring Morgan Spurlock, an American independent filmmaker. Spurlock's film follows a 30-day period from February 1 to March 2, 2003, during which he ate only McDonald'sfood. The film documents this lifestyle's drastic effect on Spurlock's physical and psychological well-being, and explores the fast food industry's corporate influence, including how it encourages poor nutrition for its own profit.

Spurlock ate at McDonald's restaurants three times per day, eating every item on the chain's menu at least once. Spurlock consumed an average of 20.9 megajoules or 5,000 kcal (the equivalent of 9.26 Big Macs) per day during the experiment. An intake of around 2,500 kcal within a healthy balanced diet is more generally recommended for a man to maintain his weight.[3] As a result, the then-32-year-old Spurlock gained 11.1 kilograms (24 lb), a 13% body mass increase, increased his cholesterol to 230 mg/dL, and experienced mood swings, sexual dysfunction, and fat accumulation in his liver. It took Spurlock fourteen months to lose the weight gained from his experiment using a vegan diet supervised by his then-girlfriend (now ex-wife), a chef who specializes in gourmet vegan dishes.

The reason for Spurlock's investigation was the increasing spread of obesity throughout U.S. society, which the Surgeon General has declared "epidemic", and the corresponding lawsuit brought against McDonald's on behalf of two overweight girls, who, it was alleged, became obese as a result of eating McDonald's food (Pelman v. McDonald's Corp., 237 F. Supp. 2d 512).[4] Spurlock points out that although the lawsuit against McDonald's failed (and subsequently many state legislatures have legislated against product liability actions against producers and distributors of "fast food"), much of the same criticism leveled against the tobacco companies applies to fast food franchises whose product is both physiologically addictive and physically harmful.[5][6]

Contents

As the film begins, Spurlock is in physically above average shape according to his personal trainer. He is seen by three physicians (a cardiologist, a gastroenterologist, and a general practitioner), as well as a nutritionist and a personal trainer. All of the health professionals predict the "McDiet" will have unwelcome effects on his body, but none expected anything too drastic, one citing the human body as being "extremely adaptable". Prior to the experiment, Spurlock ate a varied diet but always had vegan evening meals to appease his girlfriend, Alexandra, a veganchef. At the beginning of the experiment, Spurlock, who stood 6 feet 2 inches (188 cm) tall, had a body weight of 84 kilograms (185 lb).

He must consume every item on the McDonald's menu at least once over the course of the 30 days (he managed this in nine days).

He must only ingest items that are offered on the McDonald's menu, including bottled water. All outside consumption of food is prohibited.

He must Super Size the meal when offered, but only when offered (i.e., he is not able to Super Size items himself; Spurlock was offered 9 times, 5 of which were in Texas).

He will attempt to walk about as much as a typical United States citizen, based on a suggested figure of 5,000 standardized distance steps per day,[9] but he did not closely adhere to this, as he walked more while in New York than in Houston.

On February 1, Spurlock starts the month with breakfast near his home in Manhattan, where there is an average of four McDonald's locations (and 66,950 residents, with twice as many commuters) per square mile (2.6 km²). He aims to keep the distances he walks in line with the 5,000 steps (approximately two miles) walked per day by the average American.

Day 2 brings Spurlock's first (of nine) Super Size meal, at the McDonald's on 34th Street and Tenth Avenue, which happens to be a meal made of a Double Quarter Pounder with Cheese, Super Size French fries, and a 42-ounce Coke, which takes 22 minutes to eat. He experiences steadily increasing stomach discomfort during the process, and then vomits in the McDonald's parking lot.

After five days Spurlock has gained 9.5 pounds (4.5 kg) (from 185.5 to about 195 pounds). It is not long before he finds himself experiencing depression, and he claims that his bouts of depression, lethargy, and headaches could be relieved by eating a McDonald's meal. His general practitioner describes him as being "addicted". At his second weigh-in, he had gained another 8 pounds (3.5 kg), putting his weight at 203.5 lb (92 kg). By the end of the month he weighs about 210 pounds (95.5 kg), an increase of about 24.5 pounds (about 11 kg). Because he could only eat McDonald's food for a month, Spurlock refused to take any medication at all. At one weigh-in Morgan lost 1 lb. from the previous weigh-in, and a nutritionist hypothesized that he had lost muscle mass, which weighs more than an identical volume of fat. At another weigh-in, a nutritionist said that he gained 17 pounds (8.5 kg) in 12 days.

Spurlock's girlfriend, Alexandra Jamieson, attests to the fact that Spurlock lost much of his energy and sex drive during his experiment. It was not clear at the time whether or not Spurlock would be able to complete the full month of the high-fat, high-carbohydrate diet, and family and friends began to express concern.

On Day 21, Spurlock has heartpalpitations. His internist, Dr. Daryl Isaacs, advises him to stop what he is doing immediately to avoid any serious health problems. He compares Spurlock with the protagonist played by Nicolas Cage in the movie Leaving Las Vegas, who intentionally drinks himself to death in a matter of weeks. Despite this warning, Spurlock decides to continue the experiment.

On March 2, Spurlock makes it to day 30 and achieves his goal. In thirty days, he has "Supersized" his meals nine times along the way (five of which were in Texas, four in New York City). His physicians are surprised at the degree of deterioration in Spurlock's health. He notes that he has eaten as many McDonald's meals as most nutritionists say the ordinary person should eat in 8 years (he ate 90 meals, which is close to the number of meals consumed once a month in an 8-year period).

An end text states that it took Spurlock 5 months to lose 20.1 pounds (9 kg) and another 9 months to lose the last 4.5 pounds (2 kg). His then-girlfriend Alex, now his ex-wife, began supervising his recovery with her "detox diet", which became the basis for her book, The Great American Detox Diet.[10]

The movie ends with a rhetorical question, "Who do you want to see go first, you or them?" This is accompanied by a cartoon tombstone, which reads "Ronald McDonald (1954–2012)", which originally appeared in The Economist in an article addressing the ethics of marketing to children.[11]

A short epilogue was added to the film. Although it showed that the salads can contain even more calories than burgers if the customer adds liberal amounts of cheese and dressing prior to consumption, it also described McDonald's discontinuation of the Super Size option six weeks after the movie's premiere, as well as its recent emphasis on healthier menu items such as salads, and the release of the new adult Happy Meal. McDonald's denied that these changes had anything to do with the film.

Super Size Me first premiered at the 2004 Sundance Film Festival, where Morgan Spurlock won the Grand Jury Prize for directing the film.[12] The film opened in the U.S. on May 7, 2004, and grossed a total of $11,536,423 worldwide, making it the 18th highest-grossing documentary film of all time.[13] It was nominated for an Academy Award for Best Documentary but lost to the film Born into Brothels.Super Size Me received two thumbs up on At the Movies with Ebert and Roeper. The film overall received positive reviews from other critics, as well as movie-goers, and holds a 93% "Certified Fresh" rating on the film review aggregator Rotten Tomatoes.

Caroline Westbrook for BBC News stated that the hype for the documentary was proper "to a certain extent", because of its serious message, and that, overall, the film's "high comedy factor and over-familiarity of the subject matter render it less powerful than other recent documentaries – but it still makes for enjoyable, thought-provoking viewing."[14]

Critics of the film, including McDonald's, argue that the author intentionally consumed an average of 5,000 calories per day and did not exercise, and that the results would have been the same regardless of the source of overeating.[15] One reviewer pointed out "he's telling us something everyone already knows: Fast food is bad for you."[16] Robert Davis of Paste implied the film is an example of "how the ignorance of, or willful distortion of, basic scientific methods is used to manipulate public opinion."[17]

In the comedic documentary reply Fat Head, Tom Naughton "suggests that Spurlock's calorie and fat counts don't add up" and criticizes Spurlock's refusal to publish the Super Size Me food log; The Houston Chronicle reports: "Unlike Spurlock, Naughton has a page on his Web site that lists every item (including nutritional information) he ate during his fast-food month."[18] The film addresses such objections by highlighting that a part of the reason for Spurlock's deteriorating health was not just the high calorie intake but also the high quantity of sugar relative to vitamins and minerals in the McDonald's menu, which is similar in that regard to the nutritional content of the menus of most other U.S. fast-food chains.[citation needed] About 1/3 of Spurlock's calories came from sugar. His nutritionist, Bridget Bennett RD, warned him about his excess intake of sugar from "milkshakes and cokes". It is revealed toward the end of the movie that over the course of the diet, he consumed "over 30 pounds (14 kg) of sugar, and over 12 pounds (5.4 kg). of fat from their food".[19]

After eating exclusively at McDonald's for one month, Soso Whaley said, "The first time I did the diet in April 2004, I lost 10 pounds (going from 175 to 165) and lowered my cholesterol from 237 to 197, a drop of 40 points." Of particular note was that she exercised regularly and did not insist on consuming more food than she otherwise would. Despite eating at only McDonald's every day, she maintained her caloric intake at around 2,000 per day. [20]

After John Cisna, a high school science teacher, lost 60 pounds while eating exclusively at McDonald's for 180 days, he said, "I'm not pushing McDonald's. I'm not pushing fast food. I'm pushing taking accountability and making the right choice for you individually... As a science teacher, I would never show Super Size Me because when I watched that, I never saw the educational value in that... I mean, a guy eats uncontrollable amounts of food, stops exercising, and the whole world is surprised he puts on weight? What I'm not proud about is probably 70 to 80 percent of my colleagues across the United States still show Super Size Me in their health class or their biology class. I don't get it."[21]

In the United Kingdom, McDonald's placed a brief ad in the trailers of showings of the film, pointing to the website www.supersizeme-thedebate.co.uk.[22] The ads stated, "See what we disagree with. See what we agree with."

The film was the inspiration for the BBC television series The Supersizers... in which the presenters dine on historical meals and take medical tests to ascertain the impact on their health.[23]